AECL – Cooking up a Storm

Agency: Saatchi & Saatchi Healthcare

EXECUTIVE SUMMARY:

In 2004, the Australian egg industry was in trouble. In the face of product oversupply, consumer demand was decreasing. Overcoming this issue required a fundamental attitude shift in order to change behaviour and drive sales. By focusing on specific targets and developing a long-term communication strategy, the egg category experienced a phenomenal 18% growth by 2008. Importantly, the campaign changed Australians' attitude towards eggs, paving the way for sustainable growth.

GETTING TO KNOW THE MAIN INGREDIENT:

Don't be fooled by its size – the egg overflows with potential. Whether you scramble it for breakfast or bake it in a cake, the egg is a convenient and nutritious food. Not only do they taste great, they also offer a powerful nutritional protein pack allowing you to fill up without filling out.